X-Prize: "genius brand"

Burt Rutan, who will speaking at the 2006 ideaFestival in Louisville, Kentucky, won the first X-Prize with SpaceShipOne. But the foundation behind the award has even bigger goals, having just announced a multi-million dollar prize for the first team to completely decode the DNA of 100 or more people "in a matter of weeks." According to the Wall Street Journal, "[T]oday, it would cost around $20 million and take six months to decode an entire human genome."

The foundation's stated goal is "to become a global brand that establishes people as geniuses and innovators."

Fast Company has more.

Wayne

Technorati tags: X-Prize, Burt Rutan, DNA Sequencing, branding, innovation, business of innovation